The research studied childhood obesity as a problem within the scope of macromarketing, with the aim of identifying the factors that contribute to its growth and how these factors are configured between parents and children, in order to understand the behavioural influences of this context that are susceptible to social marketing interventions to change harmful behaviours. In general, the family, in the role of parents, is the preponderant factor in the prevalence of overweight. However, these actors, parents and children, are strongly influenced by the child's living environment (micro) and the external and social environment (macro). That said, based on the assumption that the study demonstrates in a systemic and systematic way how the behavioural factors influencing childhood obesity are configured, it is suggested that social marketing knowledge be used together with information on the real scenario of childhood obesity in Brazil to draw up effective and far-reaching public policies. It is hoped that the relationships between the factors and the delineation of how they are configured in the lives of those surveyed will serve as a governmental and social stimulus for behavioural change.